Born in New York City, Alex considered it the greatest city in the world—a place that shaped her energy, aesthetic, and lifestyle. She attended Little Red (LREI), a progressive school that valued creativity, critical thinking, and community. Later, she honed her artistic talents at the 'Fame' school, LaGuardia High School of Music & Art and Performing Arts, renowned for its rigorous training and support of aspiring artists.

While enrolled at Cornell University as a fine arts major specializing in sculpture, Alex spent a semester abroad in Paris, studying art history and drawing inspiration from European masters. She later attended Parsons School of Design in New York, where she refined her approach to three-dimensional modern design, focusing on bold forms, intricate detailing, and a distinctly feminine sensibility.

Alex Woo wins the grand prize at the inaugural jewelry design competition hosted by the Women's Jewelry Association in Las Vegas. This prestigious recognition inspires her to launch her eponymous brand, which soon garners widespread attention with features in InStyle, Marie Claire, and other major editorials, elevating her status in the world of fine jewelry and positioning her as a trailblazer in the industry.

Drawing inspiration from her own wedding and the belief that jewelry should be timeless and meaningful for both brides and bridesmaids, Alex Woo launched her bridal collection. Designed to celebrate love and personal connections, the collection featured iconic pieces meant to be cherished for a lifetime. Featured in Daily Candy, millions of visitors flocked to the website, causing it to crash from the overwhelming response.

Woo’s designs soon attracted an A-list celebrity following, with early style adopters like talk show host Kelly Ripa and actress, producer, and director Eva Longoria spotted wearing their personalized Little Numbers necklaces everywhere. These iconic, lucky pieces became signature accessories for the stars, effortlessly blending timeless elegance with personal storytelling. Their visibility on red carpets, talk shows, and in the press helped solidify Alex Woo’s reputation as a go-to designer for chic, meaningful jewelry.

Alex Woo debuted her collections at the iconic Henri Bendel, one of Manhattan’s most fashionable destinations where trendsetters discovered the latest in accessories, cosmetics, gifts, and fashion. Known for its elegant atmosphere and curated selections, Henri Bendel dedicated prominent showcases to Alex Woo’s jewelry. Her designs quickly captured attention, cementing her reputation as a rising star in the world of modern jewelers.

At just 30 years old, Alex Woo was honored as one of New York’s Rising Stars in Crain’s Business '40 Under 40,' a prestigious recognition celebrating the city’s most influential and promising leaders across industries. Sharing the spotlight with designer Zac Posen, record executive Damon Dash, and broadcaster Soledad O'Brien, this accolade cemented her status as a visionary in the world of fine jewelry. The following year, she was recognized as one of the jewelry industry’s rising stars by JCK, further solidifying her reputation as an innovator in design.

Alex Woo’s jewelry charms were curated to appear in all six seasons of the hit CW series Gossip Girl, including Blair Waldorf’s iconic diamond 'bw' necklace. This collaboration not only showcased Woo’s signature blend of elegance and personal storytelling but also played a pivotal role in elevating her brand’s visibility and cementing her status as a designer of choice for both the screen and real-life style icons. Her designs, particularly her signature necklaces, became favorites among star moms such as Jennifer Lopez, Jessica Alba, Halle Berry, and others.

Alex Woo embraced motherhood with pride, a journey that transformed both her personal life and her creative vision. Inspired by love, nurturing, and community, she began collaborating with innovative brands and charities that shared her commitment to meaningful impact. One of her most notable partnerships was with the Haagen-Dazs® loves Honey Bee program, where she championed awareness for bee conservation and designed a stunning Platinum Little Icons™ Beehive in collaboration with acclaimed costume designer Lyn Paolo.

Alex Woo launched her first charitable collaboration with Disneynature, paving the way for partnerships with esteemed organizations such as the African Wildlife Foundation (AWF), the Jane Goodall Institute, the World Wildlife Fund (WWF), and the National Park Foundation. She also teamed up with actress Christina Applegate to design the 'Tree of Life' pendant, with proceeds supporting Applegate’s foundation, Right Action for Women, dedicated to raising awareness for breast cancer and funding access to screening.

With Lippincott, a globally renowned creative agency, Alex Woo’s logo evolved to incorporate her personal signature along with the hallmark 'Made in New York,' reflecting both her brand’s authenticity and the city’s influence on her designs. She also joined the board of the Accessories Council, further cementing her role as a leader in the fashion and jewelry industry. Woo’s storytelling through jewelry reached a milestone when her signature 'C' necklace became a daily staple for young Carrie Bradshaw in The Carrie Diaries, serving as the precursor to the iconic nameplate necklace worn by Carrie in Sex and the City—a timeless symbol of independence, identity, and style.

Alex Woo partnered with Major League Baseball to create the league’s first high-end fine jewelry collection, inspired by all 30 teams and unveiled at the MLB Fan Cave in New York City. Breaking new ground, the collection was designed to empower and include women in the world of baseball fandom by offering stylish, high-quality jewelry that celebrated their love for the game. It quickly became a favorite among celebrities like Kate Upton, Emily Ratajkowski, Jamie Chung, as well as countless fans seeking to express their passion for baseball in a chic and elegant way.

Alex Woo was honored as one of just ten companies nationwide to be selected for the prestigious Workshop at Macy’s program, an initiative that spotlights and promotes emerging designers across the United States. This high-profile recognition further elevated her brand, expanding its reach beyond major cities and into broader markets. She was also chosen as one of the first jewelry designers to be featured in Lord & Taylor’s exclusive Birdcage pop-up concept shop, underscoring her reputation as a trailblazer in the world of luxury accessories.

Alex Woo collaborated with Disney•Pixar on the Finding Dory collection, debuting fan-favorite pieces that quickly became sought-after collectibles among Disney enthusiasts. She also introduced a limited-edition pendant inspired by Moana, capturing the spirit of the beloved film in a timeless design. Building on this success, Alex went on to create memorable collections for Coco, Incredibles II, and Toy Story, each featuring playful, collectible charms that celebrated the magic of Disney•Pixar storytelling.

Alex Woo’s long and meaningful collaboration with the Breast Cancer Research Foundation (BCRF) began as a tribute to her mother, who she lost to breast cancer. Her commitment led her to design the iconic PINK pendant, a symbol of hope and resilience that continues to inspire. Expanding her dedication to meaningful causes, Alex also partnered with Fifth Harmony’s Ally Brooke to create a special charm for the March of Dimes Foundation, combining style and purpose to support families in need.

Chart-topping pop icon Ariana Grande wore Alex Woo’s gold Princess Kiss necklace in her hit 'Into You' music video, pairing her powerful vocals with a playful signature style. Meanwhile, Woo’s bold Rock Star Bolt design became a favorite of actress Zendaya, who embraced its edgy sophistication. Building on this star-studded momentum, Alex Woo launched an exciting collaboration with Swarovski’s gemstone division, unveiling stunning pieces adorned with pink and blue sapphires that seamlessly merged her signature aesthetic with Swarovski’s renowned brilliance.

Alex Woo launched her new Autograph Letters collection in a first-of-its-kind collaboration with luxury beauty brand Smith & Cult, seamlessly blending her signature jewelry design with the world of high-end beauty. She also partnered with actress Alyssa Milano to create a meaningful pendant celebrating the 20th anniversary of the Ovarian Cancer Research Fund Alliance (OCRFA), combining artistry and advocacy in support of this vital cause.

Alex Woo designed an exclusive collaboration with celebrity chef and TV personality Giada De Laurentiis for her lifestyle website, creating unique pieces that reflected Giada’s sophisticated yet approachable style. Blending culinary elegance with Alex Woo’s signature Little Icons™, offered fans a stylish way to express their love for food and fashion. Woo’s Little Icons™ also made a splash on the hit CW series Riverdale, with multiple characters sporting her jewelry, further cementing her brand’s place in pop culture and connecting with a new generation of fans through their favorite TV characters.

Alex Woo partnered with the iconic Keith Haring Foundation to launch her first unisex collection, Alex Woo x Keith Haring. This groundbreaking collaboration featured three of Haring’s signature symbols, each conveying a powerful message of peace, love, equality, and compassion through the universal language of art and jewelry. Building on this success, Woo later collaborated with luxury candy company Sugarfina, creating a playful and stylish collection that seamlessly blended her signature jewelry designs with Sugarfina’s sweet indulgence.

Drawing inspiration from the power of spiritual connection and healing, Alex Woo personally launched the Wellness collection as an expression of self-reflection and a peaceful way to relate to others and the environment. Created in response to the challenges many women faced during the COVID-19 pandemic, these meaningful charms offer a daily reminder to prioritize both physical and mental well-being, while sharing Woo’s enduring spirit of optimism and positivity.

A true jewelry icon, Alex Woo’s passing marked a profound loss to an industry that cherished her distinctive style, warmth, humor, and generosity. Her extraordinary legacy lives on through her timeless designs, which continue to inspire and leave an indelible imprint—reminding us all that, together, we can Charm the World and create a brighter, more meaningful future. Alex’s bold creative vision and unwavering commitment to her craft will forever resonate, leaving a lasting impact on the world of jewelry and touching the hearts and lives of millions.